enMonson, JosephMainville, Denise Y.Kuminoff, Nicolai V.The Decision to Direct Market: An Analysis of Small Fruit and Specialty-Product Markets in Virginiahttp://ageconsearch.umn.edu/record/55971/files/Monson.pdfFarmers are increasingly interested in high-value alternatives to commodity production. Direct marketing is a potentially
attractive marketing alternative, having been shown to offer increased net incomes to farmers. Nevertheless, there is a
dearth of literature on the determinants of the decision to direct market. This paper uses an ordered logit regression to
analyze how farm size, the importance of high-value crops, organic production, experience, and demographic factors
affect a producer’s reliance on direct markets. The results show that farm size, high-value crop production, non-certified
organic production methods, and household size are determinants of the share of total farm output sold through
direct marketing outlets.2017-04-01T07:15:06Zhttp://ageconsearch.umn.edu/record/55971